Retired football stars David Villa and Paolo Maldini joined Legends in a promotional campaign in the run up to the FIFA Club World Cup 2023. Saudi Arabia hosted the tournament from 12-22 December for the first time, strengthening the Kingdom’s position on the world sports map.
The former football stars from Barcelona and AC Milan met with fans during the event on Jeddah’s corniche, sharing memories and anecdotes from past tournaments and their experiences as past champions.

“It is great to see how everything is building up for the tournament. I was able to experience first hand the passion and enthusiasm of fans here in Saudi Arabia,” said Maldini. 

“I am sure that Saudi Arabia will be up for the task of hosting, and we will see lots of passionate fans filling up the stadiums," Villa said.

Legends promoted the footballers’ visit to Jeddah on global media, achieving a reach of more than 600 million and more than 16 million views on social media and the internet. Media covering the campaign included Argentina’s Olé, Spain’s Super Deporte and EFE, and Italy’s La Gazzetta.

The Spanish newspaper Marca pointed out that hosting the international tournament in Saudi Arabia formed part of Riyadh’s tremendous endeavours to hold a variety of major sports events in the past few years. And Italy’s La Gazzetta commended the tournament’s official mascot, Haddaf the sand cat, which symbolises sportsmanship and the principle that football is for everyone, regardless of background or affiliations.

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Legends was created in Riyadh in late 2019. With a global team of experts, the company provides well-crafted PR, communications, and consultancy services. Legends’ versatile skill set, including crisis management and institutional representation, engages audiences through running efficient international campaigns that have a guaranteed far-reaching impact.

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